Management Question

‫المملكة العربية السعودية‬
‫وزارة التعليم‬
‫الجامعة السعودية اإللكترونية‬

Kingdom of Saudi Arabia
Ministry of Education
Saudi Electronic University

College of Administrative and Financial Sciences

Assignment-2
MGT 402-Entrepreneurship and small business
Due Date 22/03/2025 @ 23:59

Course Name: Entrepreneurship and small
business

Student’s Name:

Course Code: MGT402

Student’s ID Number:

Semester: Second

CRN:
Academic Year: 2024-25

For Instructor’s Use only
Instructor’s Name: Dr. Suliman Alazzaz
Students’ Grade: Marks Obtained/Out of
10

Level of Marks: High/Middle/Low

Instructions – PLEASE READ THEM CAREFULLY
•

The Assignment must be submitted on Blackboard (WORD format only) via allocated folder.

•

Assignments submitted through email will not be accepted.

•

Students are advised to make their work clear and well presented; marks may be reduced for poor
presentation. This includes filling your information on the cover page.

•

Students must mention question number clearly in their answer.

•

Late submission will NOT be accepted.

•

Avoid plagiarism, the work should be in your own words, copying from students or other resources
without proper referencing will result in ZERO marks. No exceptions.

•

All answered must be typed using Times New Roman (size 12, double-spaced) font. No pictures
containing text will be accepted and will be considered plagiarism).

•

Submissions without this cover page will NOT be accepted

•

Weight 10 Marks

Learning Outcomes:
1. Describe the place of small business in history and explore the strengths and weaknesses of
small business.
2. Design a solid projected financial plan and conduct a breakeven analysis for a small company.
3. Demonstrate the ability to deliver and communicate marketing massages in coherent and
professional manner.
4. Illustrate the ability to think independently and systematically on developing a viable business
model.
Assignment Workload:
This assignment is an individual assignment.

Start-up Business Plan
Assume yourself as an entrepreneur of a small startup business in Saudi Arabia.
(In Continuation to the Assignment 1)

Write brief notes on the following objectives:
3. Products and Services (4 Marks)
a. Describe in depth your products or services. (Technical specifications)
b. What factors will give you competitive advantages or disadvantages? Examples include level
of quality or unique or proprietary features.

4. Marketing Plan (6 Marks)
a. Market Research- Why?
b. Market Research- How? Primary or Secondary Data?
c. In your marketing plan, be as specific as possible; give statistics, numbers, and sources. The
marketing plan will be the basis, later on, of the all‐important sales projection.
Product
• Describe the most important features. What is special about it?
• Describe the benefits. That is, what will the product do for the customer?

Customer
• Identify your targeted customers, their demographics
Competition
• What products and companies will compete with you?
• How will your products or services compare with the competition?
Strategy
• Outline a marketing Strategy.
Promotion
• How will you promote your Product?
• What will be your promotional budget?
Distribution Channels
How do you sell your products or services?

Note: Use APA style of referencing

Answers:
3.
4.

‫المملكة العربية السعودية‬
‫وزارة التعليم‬
‫الجامعة السعودية اإللكترونية‬

Kingdom of Saudi Arabia
Ministry of Education
Saudi Electronic University

College of Administrative and Financial Sciences

Assignment 2
Entrepreneurship and small business (MGT 402)
Due Date: 02/11/2024 @ 23:59
Course Name: Entrepreneurship and small
business
Course Code: MGT402

Student’s Name: SEU ELITE

Semester: First

CRN:

Student’s ID Number:

Academic Year:2024-25-1st

For Instructor’s Use only
Instructor’s Name:
Students’ Grade: X / 10

Level of Marks: High/Middle/Low

General Instructions – PLEASE READ THEM CAREFULLY
•
•
•
•
•
•
•
•

The Assignment must be submitted on Blackboard (WORD format only) via allocated
folder.
Assignments submitted through email will not be accepted.
Students are advised to make their work clear and well presented, marks may be reduced
for poor presentation. This includes filling your information on the cover page.
Students must mention question number clearly in their answer.
Late submission will NOT be accepted.
Avoid plagiarism, the work should be in your own words, copying from students or other
resources without proper referencing will result in ZERO marks. No exceptions.
All answered must be typed using Times New Roman (size 12, double-spaced) font. No
pictures containing text will be accepted and will be considered plagiarism).
Submissions without this cover page will NOT be accepted.

Learning Outcomes:
1. Describe the place of small business in history and explore the strengths and weaknesses
of small business.
2. Design a solid projected financial plan and conduct a breakeven analysis for a small
company.
3. Demonstrate the ability to deliver and communicate marketing massages in coherent and
professional manner.
4. Illustrate the ability to think independently and systematically on developing a viable
business model.

Assignment Workload:
This assignment is an individual assignment.

Start-up Business Plan
Assume yourself as an entrepreneur of a small-scale business in Saudi Arabia.
(In Continuation to the Assignment -1)

4. Products and Services (4 Marks)
a. Describe in depth your products or services. (Technical specifications)
b. What factors will give you competitive advantages or disadvantages? Examples include
level of quality or unique or proprietary features.

5. Marketing Plan (6 Marks)
a. Market Research- Why?
b. Market Research- How? Primary or Secondary Data?
c. In your marketing plan, be as specific as possible; give statistics, numbers, and sources.
The marketing plan will be the basis, later on, of the all‐important sales projection.
Product
• Describe the most important features. What is special about it?

• Describe the benefits. That is, what will the product do for the customer?
Customer
• Identify your targeted customers, their demographics
Competition
• What products and companies will compete with you?
• How will your products or services compare with the competition?
Strategy
• Outline a marketing Strategy.
Promotion
• How will you promote your Product?
• What will be your promotional budget?
Distribution Channels
How do you sell your products or services?
Note: Use APA style of referencing

Answers
4. Answera. Describe in depth your products or services. (Technical specifications)

We provide a carefully chosen assortment of specialty coffee drinks at my business
place Place that are created using beans that are sourced ethically. Our premium coffee is
supplied directly from nearby farms, guaranteeing freshness and promoting
environmentally friendly methods. Every drink is expertly made using a variety of brewing
techniques, including pour-over, French press, and espresso so that patrons can sample the
entire range of flavors. In addition to our coffee selection, our menu offers healthy bowls,
fresh salads, and artisanal sandwiches as light lunches. Additionally, we take pride in
offering a changing assortment of freshly baked pastries that are produced every day using
ingredients that are obtained locally to ensure quality and flavor. My business’ name
Place’s interior is made to be adaptable, with comfortable seating options that
accommodate both private meetings and group study sessions. This setting encourages
social interaction and community involvement, making it a friendly place for everyone to
enjoy wonderful coffee and companionship.

b. What factors will give you competitive advantages or disadvantages? Examples
include the level of quality or unique or proprietary features.

Our steadfast dedication to sustainability, quality, and first-rate customer service gives
My business’ name Place a competitive edge. We guarantee excellent taste and appeal to
customers who care about the environment by sourcing only the freshest, ethically
produced coffee and ingredients. By emphasizing sustainability, we stand out in a
congested industry and develop a powerful brand identity that appeals to our target
consumers. Our focus on providing exceptional customer service is thus another
noteworthy benefit (Slávik, 2019). Hence by creating a warm, inviting atmosphere and
establishing sincere relationships with our clients, we foster loyalty and promote repeat
business. Our aim is to improve each visitor’s overall experience by making them feel
important and a part of our community. My business management degree and hospitality
experience have given me the operational and customer service know-how I need to
succeed. My barista training also enables me to serve premium coffee, guaranteeing that
every drink satisfies our exacting standards. The difficulties of sustaining constant quality
as we grow, however, or competition from well-established coffee shops with devoted
clientele could be possible drawbacks. However, given Riyadh’s vibrant coffee industry,
our emphasis on sustainability and community involvement puts us in a strong position to
draw in and keep clients.

5. Answera. Market Research- Why?

For My business’ name Place to comprehend the coffee shop industry and spot growth
prospects, market research is essential. We can modify our products to satisfy the needs of

our target market, especially those that place a high value on sustainability and quality, by
examining customer preferences. We can improve our menu and make sure we offer items
that appeal to our neighborhood by having a better understanding of regional trends and
consumer behavior. Market research also enables us to evaluate the competitive
environment (Kumar, 2024). We can create tactics to set ourselves apart from the
competition by determining our main rivals’ advantages and disadvantages. Our marketing
initiatives will be guided by this understanding, which will enable us to convey our
distinctive value proposition. Additionally, by using focus groups and surveys to get input
from prospective clients, we can direct our service improvements and make sure we
establish a welcoming environment that encourages loyalty. Therefore, ongoing market
research helps us adjust to shifting consumer tastes and new trends, guaranteeing that My
business’ name Place stays appealing and relevant in a changing market, which eventually
promotes long-term success and community involvement.

b. Market Research- How? Primary or Secondary Data?

Both primary and secondary data will be used in our efficient market research for My
business’ name Place.
Primary Data: This will entail speaking with our target audience directly using techniques
like focus groups, interviews, and surveys. Insights about consumer preferences for coffee
shop experiences, menu items, and coffee styles will be gathered (Gordon & Langmaid,
2022). Furthermore, studying consumer behavior in already-existing coffee shops can give
important background information on prevailing trends and service standards.

Secondary Data: Examining previous studies, industry publications, and market research
about the coffee shop industry is part of this. To comprehend market dynamics, we will
examine research on consumer trends, environmental initiatives, and competition
assessments. Our plans will also be informed by demographic information, trade journals,
and internet resources (Ruggiano & Perry, 2019). Therefore, we may make well-informed
judgments and or decisions on product offerings, pricing, and marketing tactics by hence
combining primary and secondary data to get a complete picture of the market
environment. This two-pronged strategy guarantees that we stay in line with client demands
while utilizing our current expertise to strengthen our competitive advantage.

c. In your marketing plan, be as specific as possible; give statistics, numbers, and
sources. The marketing plan will be the basis, later on, of the all‐important sales
projection.

Targeting the expanding Riyadh coffee market, which has thus grown at a pace of 10%
per year and is expected to reach around $1.5 billion in 2023, hence will be the main goal
of My business’ name Place’s marketing strategy (Statista, 2023). Young professionals
between the ages of 18 and 35, who make up 45% of coffee shop customers, hence this
will be our main target audience. We will thus devote 30% of our marketing budget to
social media initiatives to raise brand awareness, hence focusing on sites like Instagram
and TikTok, where 60% of our audience is active (Ferreira, Ferreira & Bos, 2021).
Influencer collaborations will be used, and each campaign is expected to cost $5,000 with
the goal of reaching 50,000 potential clients. With a 20% increase in client retention rates

anticipated, we will also introduce reward programs. This tactic and or strategy is essential
for increasing sales or revenue since, according to Cudby, (2020), recurring customers
spend 67% more than new ones. We anticipate a 15% increase in revenue in our first year
by combining these strategies with an emphasis on community activities and sustainability
efforts.

Product
• Describe the most important features. What is special about it?

My business’ name Place Coffee is distinguished by its dedication to quality,
sustainability, and community involvement. We purchase our specialty coffee straight from
regional growers, guaranteeing freshness and promoting moral business methods.
Important characteristics include:
Artisanal Menu: A thoughtfully chosen assortment of light fare, unique coffee drinks, and
freshly made pastries that showcase the best of the season.
Cozy Ambience: A warm, inviting space with a variety of seating options for unwinding,
working together, or studying that promotes a feeling of community.
Customer-Centric Service: Tailored care that gives each client a sense of worth and
community.
Local Partnerships: Working together with producers and roasters in the area to boost the
local economy and guarantee top-notch products.
These components come together to produce a distinctive coffee experience that appeals
to our community-minded and ecologically conscientious customers.

• Describe the benefits. That is, what will the product do for the customer?

My business’ name Place Coffee provides our clients with several important advantages or
benefits:
Quality Experience: Our freshly baked products and specialty coffee offer a superior taste
experience that elevates everyday routines and pleases picky palates.
Community Connection: Friends, coworkers, and lone tourists can all connect and interact
here because of the welcoming environment that encourages social connections.
Sustainability Awareness: Consumers may savor their coffee with the knowledge that it
supports local farmers and ethical sourcing, which is consistent with their values and
encourages environmental responsibility.
Convenient Offerings: Customers have a variety of options for quick, healthful dining
thanks to the menu’s diversity, which includes light meals and seasonal drinks.
Personalized Service: Every customer is made to feel valued and a part of the My business’
name Place community by our attentive team, who make sure every visit is unforgettable.

Customer
• Identify your targeted customers and their demographics

My business’ name Place wants to draw in youthful, socially conscious customers who
appreciate more than simply coffee and live in urban Riyadh. They specifically target
professionals and college students between the ages of 18 and 35 who live close to major
neighborhoods, workplaces, and colleges. This population uses community areas for work,
socializing, and education while savoring premium coffee that is supplied sustainably.
Additionally, they are interested in artisanal products and novel coffee types. My business’
name Place can establish itself as a well-known community center for this group by
creating a welcoming atmosphere that appeals to their objectives and interests.

Competition
• What products and companies will compete with you?

Local favorites like Brewed Awakenings and Al-Muqha, as well as well-known coffee
brands like Starbucks, will compete with My business’ name Place. Competition also
comes from specialty coffee shops like The Coffee Lab and Kudu that emphasize artisanal
brews and sustainable processes. Since these companies focus on quality, distinctive
products, and community involvement, they draw comparable clientele, so My business’
name Place must successfully set itself apart.

• How will your products or services compare with the competition?

By placing a high priority on sustainability and community involvement and obtaining
its coffee and supplies directly from regional farmers, My business’ name Place plans to

set itself apart. In contrast to larger chains, we will provide a warm, welcoming
environment designed for remote work and social interaction. In addition to regular tasting
events and workshops, our menu will include handcrafted pastries and special, seasonal
dishes. Our emphasis on quality and client satisfaction will help us stand out from the
competition.

Strategy
• Outline a Marketing Strategy.

My business’ name Place will concentrate its marketing efforts on a number of
important tactics. To draw in its youthful target audience, it will use social media platforms
like Instagram and TikTok to highlight its products, environmental initiatives, and client
experiences. To increase its visibility and legitimacy, it will also collaborate with regional
influencers that share its principles. Thus to increase participation and foot traffic, it will
also regularly hold community events such as workshops, tastings, and artist showcases.
In order to encourage repeat business and foster loyalty, a loyalty program will be put in
place. Local partnerships with farmers and companies in the area will improve its products
and fortify ties within the community. Targeted internet advertisements will be used to
connect with urban-dwelling students and young professionals.

Promotion
• How will you promote your Product?

I’ll use a multifaceted strategy to market My business’ name Place. I’ll start by
concentrating on social media, posting colorful pictures of our specialty coffee and
welcoming ambiance on sites like Instagram and TikTok. To increase our reach and
reputation, I’ll work with regional influencers who share our ideals. Again, to engage our
audience and make lasting impressions, I intend to organize community events like
workshops and coffee tastings. I’ll also put in place a loyalty program to reward loyal
consumers and entice them to come back. In order to attract urban students and young
professionals, I will also employ customized internet advertising. I want to create a devoted
community around My business’ name Place and establish a strong brand presence by
combining these tactics.

• What will be your promotional budget?

In our business plan, we have set aside SAR5000 which will mainly be used for
promotional purposes to help the business grow and reach target audiences.

Distribution Channels
How do you sell your products or services?

In our welcoming coffee shop, I will use direct sales to market My business’ name Place’s
goods to patrons. To make it easier for clients to take advantage of our offerings, I will also
put in place an online ordering system for pickup and delivery.

References
Statica,

(2023).

Expanding

KSA

coffee

market.

Retrieved

form:

Ferreira, J., Ferreira, C., & Bos, E. (2021). Spaces of consumption, connection, and
community: Exploring the role of the coffee shop in urban lives. Geoforum, 119,
21-29.
Cudby, A. (2020). Keep Your Customers: How to stop customer turnover, improve
retention and get lucrative, long-term loyalty. Morgan James Publishing.
Gordon, W., & Langmaid, R. (2022). Qualitative market research: a practitioner’s and
buyer’s guide. Routledge.
Ruggiano, N., & Perry, T. E. (2019). Conducting secondary analysis of qualitative data:
Should we, can we, and how?. Qualitative Social Work, 18(1), 81-97.
Kumar, V. (2024). International Marketing Research: A Transformative Approach.
Springer Nature.
Slávik,

Š.

(2019).

The

Business

model

of

consequences. Administrative Sciences, 9(3), 69.

start-up—Structure

and

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